Last week my university had an incident where someone was seen carrying an assault rifle on campus. Police were called, sherrifs converged on the campus and people feared another Virginia Tech or Northern Illinois University. Luckily, it was a false alarm. A flurry of e-mails sent to the entire campus followed for the next few hours as the campus was locked down. Local news (and even some national news outlets) carried the story and reported that campus was closed. However, most students had no idea that anything was happening so they came to campus unprepared for the lockdown.
As someone who studies technology, media, and communication I have always maintained that since you are dealing with multiple generations who have different communication styles and choices, you need to communicate in a way that has the highest likelihood of getting through to all students. My university is the most multicultural university west of the Mississippi and has students ranging from 18 to 80 (I believe our average age is around 28). Given this diversity, a campus-wide email is a totally ineffective way of reaching younger students. Live television news is also worthless as these students view their news online (or get it from The Daily Show). You must match the communication modality of the student and that depends on their age and techno-savvy. Here are some of my suggestions. No one option will cover all students (or faculty and staff for that matter) but using all of them will provide the greatest communication coverage:
- Have each student supply his/her cell phone and send a mass text message. This has been done at other universities where they ask students to voluntarily go to a website and input this information in case of emergency. In my most recent research, Net Geners prefer text messaging to any other communication modality.
- Post information on the campus website
- Post a notice on any MySpace groups that involve campus students since many students check their MySpace page often during the day.
- Post a notice on any Facebook groups that are frequented by campus students for the same reason as #3.
- Use the reverse 911 to supply a telephone alert.
- Post information on BlackBoard -- a campus-wide system where each course has a separate page for information, grades, etc. -- where many students visit before classes for updated information.
The problem is that Baby Boomers, Generation X and the Net Generation all have different preferred communication modalities. Baby Boomers tend to prefer phone and email. Generation Xers tend to prefer email while Net Geners prefer text messaging and social networking communication. My 6 options would provide the greatest possibility of reaching the most students.
I did quite a few media interviews on this topic after both recent shootings and this is what I always tell the reporter. You have to communicate by matching modalities with each person. Everyone has a different preferred modality which they check often. My six suggestions should reach the maximal number of students (and faculty).
